P&O Cruises shifts its focus to provide targeted ‘experiences’

P&O Cruises is hoping to broaden the appeal of cruising holidays with a new approach to its marketing. It is moving away from a one-size-fits-all approach to focus on the provision of cruise “experiences”.

The new strategy is being rolled out later this year. The idea is that the tour operator will create three types of experience on its five ships, dubbed contemporary and innovative; original and authentic; and traditional and intimate.

The contemporary and innovative theme will be aimed at 40- to 50-year-olds who are new to cruising and not sure what they want.

The strategy will be backed by a television drive from incumbent creative agency Miles Calcraft Briginshaw Duffy, building on P&O’s curiosity campaign. It uses the strapline: “There’s a whole world out there”.

The cruises will run on the company’s Arcadia and Oceana liners, which are fitted out with modern furniture and hi-tech appliances, and will aim to create an informal atmosphere. Daytime activities will include software workshops and interior-design classes, while entertainment will be provided by comedians such as Paul Merton.

The original and authentic cruises will aim to offer a more traditional British cruise, but with an atmosphere relaxed enough to appeal to those who want to take their children along with them.

The traditional and intimate experience, planned for the stately Artemis liner, will be for the core market – experienced cruisers over the age of 60 who prefer exotic destinations and formal, black-tie dining.